Sponsorship is

But is your sponsorship program amazing? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, speaker, author, and systems designer, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

2023 Sponsorship Workshops in Australia & New Zealand

Very happy to announce my first in-person, public workshops offered since 2019. These workshops have been fully updated, with loads of new strategies, angles, and case studies. Why would you want to attend? The short answer is that the sponsorship industry is settling into the “new normal”, after the pandemic… Read More

Sponsorship in a Recession: A Sponsor’s Guide

Left of boom. It’s a term used by intelligence agencies referring to the timeline leading up to some kind of attack. The idea is that they want to be working left of boom – before it happens – to either stop the attack, or mitigate the effects. The sponsorship industry… Read More

Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide

This blog was originally written in January 2020, before COVID-19 brought recession down on the world. We’re now staring down another potential recession, stemming largely from dramatic, inflation-mitigation efforts put in place around the world. So, here’s an updated version of my recession-proofing advice for rightsholders. We’ve all seen the… Read More

A Sponsor’s Guide to Getting Buy-In (and Why It’s Crucial to Great Sponsorship)

Way back at the beginning of my career, I worked for an agency that leveraged mostly sports sponsorships for Fortune 500 companies. My company got hired, we created a plan – back then, largely centred on in-store and media promotions – and implemented it. What we didn’t do was coordinate… Read More

How to Build Sponsor Relationships

There are people in this industry who will tell you that sponsorship is all about relationships, and that building personal relationships with sponsors is the key to sales, renewals, and fruitful partnerships. While I’m not averse to developing friendships with sponsors, I’m not a fan of this take at all.… Read More

Why You May Be Better Off Without a Sponsorship Broker

Every week, my various inboxes overflow with questions from around the world, and the two things I’m asked most are whether I will sell sponsorship on their behalf (broker), and whether I can recommend a sponsorship broker. For the record, the answers are: No, I’m not a sponsorship broker; and… Read More

5 Bad Habits Sponsors Need to Leave Behind

COVID had a big impact on the sponsorship industry. The negative impacts were readily apparent, but there were also a lot of positive impacts, with sponsors becoming simultaneously more strategic, more efficient, and more resourceful. But even as sponsor sophistication has grown, many sponsors are still hanging onto some old… Read More

Most Important Post-COVID Sponsorship Strategies for Rightsholders

A few days ago, I wrote a similar blog for corporate sponsors, listing the sponsorship strategies that have emanated from, and been reinforced by, operating in a pandemic. In this blog, I address the rightsholder side of post-pandemic strategies. I know that the pandemic has been devastating to rightsholders around… Read More

Most Important Post-COVID Sponsorship Strategies for Sponsors

I know, I know… COVID isn’t over. But what we are seeing is what public health experts are calling a shift into the “new normal”, and with it, a shift toward normalcy for our industry. And while variants and outbreaks may continue to periodically impact us, it appears that the… Read More

Why Sponsorship Leverage is Like Boxing

After four months of lockdown, I was finally back in the boxing gym yesterday and wow, am I sore today. Actually, it’s not the muscles I use for punching that are sore, it’s the back muscles I use for recoiling after a punch and getting ready for the next one.… Read More